Chevy Puts Pandora on Cruze Control

Chevrolet is taking over Pandora today (Nov. 10) in what may signal the online music service’s entry into the big leagues of corporate sponsorship.

The site/app, which claims more than 65 million registered users, gave over all its ad units for Chevy’s Cruze at 12:01 AM this morning. That includes all banner ads plus a 30-second audio ad every 60 minutes. The program is the first of its kind for the 10-year-old Pandora.

Kevin Mayer, Chevrolet advertising director, said the company chose Pandora for the surprise factor. “We want to provide consumers with an unexpected experience both in media and in our car,” he said.

The Cruze, which was backed by a traditional TV campaign from Goodby, Silverstein & Partners, Mayer said, is targeted at a millennial consumer.